Some research here that MediaCom Beyond Advertising are particularly proud of. We (agencies) have always talked about the need to deliver dwell time as an engagement tool, because we have always presumed that it increases awareness, consideration and purchase intent. We now have pretty good proof that it does this through a bespoke piece of research MediaCom commissioned with FMCG brand Ribena.
The research , although not fully conclusive as we don’t know what happens beyond 90seconds, indicates that for every 30 seconds someone spends with your brand… there is an uplift in all three metrics of awareness, consideration, and purchase intent.
The report has been covered in a few areas especially Brand Republic, which I have linked to here. Link Here.
To me, this says to brands that we need to produce more content. Content that engages your audience. Content that delivers on driving high dwell times. From this, content can take many forms.
On a B2B perspective, it could be instruction manuals or 1-2-1s with engineers or developers. From a B2C perspective, I would say this is probably more likely to be something that drives excitment such as a piece of music content, bespoke video etc.
I believe B2B content is therefore Informative and Helpful. B2C content should be exciting and entertaining.
So there it is, content drives purchase intent. Does this mean content can act as a DR mechanic? Probably not, but what content can do is broaden your prospect pool by building out your cookie volumes. Therefore, meaning you have an engaged target audience to retarget.. which to me is a very smart usage of content.
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Jon
